IDENTITALIA
The Iconic Italian Brands
Mestre 2025

Identitalia - The Iconic Italian Brands

IDENTITALIA, THE ICONIC ITALIAN BRANDS IS THE EXHIBITION PROMOTED BY THE MINISTRY OF ENTERPRISES AND MADE IN ITALY IN COLLABORATION WITH THE ASSOCIATION OF HISTORIC ITALIAN TRADEMARKS AND UNIONCAMERE, ON THE OCCASION OF THE 140TH ANNIVERSARY OF THE ITALIAN PATENT AND TRADEMARK OFFICE, WHICH IN 2019 WAS ENRICHED BY THE CREATION OF THE “SPECIAL REGISTER OF HISTORIC TRADEMARKS OF NATIONAL INTEREST”, CONTAINING TRADEMARKS REGISTERED FOR MORE THAN FIFTY YEARS AND STILL ACTIVE TODAY.

The exhibition, dedicated to a selection of 113 companies owning Historic and Iconic Trademarks from all sectors that have made and continue to make the country’s history, was first presented at Palazzo Piacentini in Rome, the Ministry’s headquarters.

With this in mind, the Ministry of Enterprises and Made in Italy and the Italian Patent and Trademark Office found in the M9 – Museo del ’900 in Venice Mestre the ideal venue to further enhance the exhibition also in 2025. The inauguration took place on Friday, September 26, at 4:00 PM.

Participants at the opening and ribbon-cutting ceremony included:

Adolfo Urso, Minister of Enterprises and Made in Italy
Luigi Brugnaro, Mayor of Venice
Vincenzo Marinese, President of the Fondazione Venezia
Serena Bertolucci, Director of M9 – Museo del ’900
Armando De Nigris, Deputy Vice President of the Associazione Marchi Storici d’Italia
Roberto Bottan, Vice President of the Chamber of Commerce of Venice and Rovigo, representing Unioncamere
Carlo Martino, Sapienza University of Rome, curator
Francesco Zurlo, Politecnico di Milano, curator

The exhibition aims to highlight the economic, industrial, and cultural heritage represented by Historic Trademarks. It stands as a manifesto of Italian craftsmanship and innovation, looking toward the future while celebrating the entrepreneurial success stories and designers who have transformed the way companies communicate the identity of their products.

Through original drawings, representative pieces, photographs, historical documents, advertising posters, and screenings of commercials and videos, the exhibition path is designed to accompany visitors through the phases of a typical day — awakening, morning, afternoon, evening, and night — guided by the Historic Trademarks that are part of everyday life and celebrate the Made in Italy spirit.

BRANDS FEATURED IN THE EXHIBITION